Welcome | View My Profile | Sign Out
MediaPost Home About MediaPost Privacy/Terms Media Kit Sitemap
Publications Home News
Online Media Daily Media Daily News Marketing Daily Mobile Marketing Daily Search Marketing Daily
Daily Feed> Email Daily Feed> Video Daily Feed> Social
Online Blogs
Online Spin Email Insider Search Insider Behavioral Insider Online Publishing Insider Mobile Insider Video Insider Gaming Insider Performance Insider Metrics Insider Social Media Insider Just An Online Minute Daily Online Examiner Raw Blog
Media Blogs
Research Brief Diane Mermigas:On Media TV Watch TV Board Magazine Rack Media Creativity Notes From the Digital Frontier Digital Outsider Mad Blog Red White and Blog
Marketing Blogs
Engage:Hispanics Engage:Kids 6-11 Engage:Moms Engage:Boomers Engage:Gen Y Engage:Teens Marketing:Green Marketing:Sports
Magazines
OMMA Magazine Media Magazine
Subscribe
Feedback Loop RSS Feeds Archives Subscribe
Dec 2 Search Insider Summit (Utah) Dec 6 Email Insider Summit (Utah) Jan 11 OMMA Agency of the Year (NYC) Jan 12 MEDIA Agency of the Year (NYC) Jan 26 OMMA Social (San Francisco) Jan 27 OMMA Performance (SF) Feb 24 OMMA Metrics Measurement (NYC) Feb 25 OMMA Behavioral (NYC) Mar 15 OMMA Global (San Francisco) Apr 14 Search Insider Summit (FL) Apr 18 Email Insider Summit (FL)
Recently Concluded Events
Nov 3 OMMA Adnets (NYC) Oct 30 OMMA Video (LA) Oct 29 OMMA Mobile (LA) Oct 29 OMMA Mobile & Video (LA) Sep 23 Creative Media Awards (NYC) Sep 23 The Future Of Media (NYC) Sep 22 Online All Stars (NYC) Sep 21 OMMA Awards (NYC) Sep 21 MediaPost Live at Advertising Week All-Access (NYC) Sep 21 OMMA Global New York (NYC)
All MediaPost/OMMA Events Event Blogging Past Event Videos
Industry Events Calendar
2010 OMMA Agency of the Year 2010 MEDIA Agency of the Year
2009 Creative Media Awards 2009 OMMA Awards 2009 Digital Out-of-Home Awards 2009 Media Agency of the Year 2009 OMMA Agency of the Year
All Awards
Employment Situations Wanted Services Offered Post a Job
Briefs Reports Online
MediaPost Directories
Mobile Insiders Group
People Finder Edit My Profile View My Profile My Contacts My Calendar
HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT
I Speak Search
by Gord Hotchkiss, Thursday, October 13, 2005, 2:45 PM

SHARE

TOOLS

RELATED ARTICLES

MOST READ

I'm not sure if this is being done in some university somewhere, but I would love to know if our use of search engines is changing how we communicate.

The search query is a form of communication that is deceptive in its simplicity. We are becoming adept at paring down complex concepts into a few well-chosen words, with no unnecessary filler. Even if we do throw in a few "the"s and "what"s, the search engine conveniently strips them from our query.

For example, I wanted to know what time zone Atlanta is in today. I went to Google and typed, "What is the local time in Atlanta?" Google truncated my query to "local time Atlanta." Of the seven words I typed, four were unnecessary.

Which leads me to think, how many unnecessary words do we use every day as we communicate? If I cut this column down to the bare minimum of words required to convey the concept, it would probably drop from about 800 words to 200 or so. How much of our lives do we spend jamming extraneous words into our conversations and e-mails?

Who's the advanced searcher? The common view is that we're pretty unsophisticated in the way we use search. Less than 5 percent of all searches use advanced search techniques, and by advanced, I mean something as simple as using query operators like "and," "all" or "not." I'm betting that the vast majority of Google users have never clicked on that little "Advanced Search" link that sits next to the search box. Sometimes, I think we search marketers are the only ones who ever use these features to mine Google's index for competitive intelligence regarding back links and pages indexed. But I'm beginning to believe the common view is misguided. I think we're getting quite sophisticated; we have learned how to make a few words go a long way. Don't mistake short queries for a lack of sophistication. Generally, a short query matches our intent at the time. We want a broad, inclusive focus. When we're ready to narrow the parameters, we add the words necessary. We understand that search is an iterative process.

Meet Gord Hotchkiss at Search Insider Summit Utah!
Gord Hotchkiss will be there speaking during "Conference Opens and Opening Remarks" on December 03 at 8:45 AM. Top executives will be there. Will you?
Register today and save.

Men (and women) of few words. One of my favorite examples of on-the-mark ripostes was between two literary adversaries, William Faulkner and Ernest Hemingway. Their exchange went like this: Faulkner said of Hemingway: "He has never been known to use a word that might send a reader to the dictionary."

And Hemingway's response: "Poor Faulkner. Does he really think big emotions come from big words? He thinks I don't know the ten-dollar words. I know them all right. But there are older and simpler and better words, and those are the ones I use." Perhaps search engines are turning us into the Hemingways of the online generation. We cut out the fat, distilling concepts into the fewest words possible. We are learning the language of the search query. And although it's not perfect, and can be frustrating at times, most of the time it works very well, thank you.

Consider the plight of Ask Jeeves. This engine made much of its ability to interpret queries written in plain English. In other words (lots of other words), queries that didn't have the fat removed. The idea was that we would be more comfortable interacting with an engine with personality, which spoke the same language we do. Ask Jeeves' current share of the search market? Less than 2 percent (according to Hitwise). While the Ask Jeeves model might have been attractive to new Internet users, we tend to pick up "SearchSpeak" pretty quickly. It's not difficult. After a couple of queries, we learn how many words it takes to bring back the results we're looking for, most of the time. Soon, we leave full sentences behind and cut back to just the essential words to frame our search intent.

So, if I'm right, what will our communications look like in a few short years? Will we have discarded the majority of the language, communicating in pared-down, task-oriented phrases? Will using search lead us into a new linguistic shorthand? A manifestation of this trend is now being seen in e-mails and instant messaging. In some cases, we're even discarding words completely and going with acronyms. You don't laugh uproariously anymore, you LOL, and if it's really funny, you ROTFLMAOPMP.

Global SearchSpeak. Going further, will a truncated version of English become the new international language? Will SearchSpeak pick up where Esperanto left off? Finally, you can have revenge on your grade school grammar teacher and toss away adverbs, adjectives, modifiers and participles to your heart's content. All we'll be left with is a handful of tried-and-true nouns and the odd verb. Anybody should be able to become fluent in SearchSpeak in a few months. Then, you can travel the globe, communicating in short, to-the-point phrases: "London pub, near Buckingham Palace" or "Paris hotel NOT rude staff." While the discarding of the majority of the English language may be a frightening thought, it's not really that big a leap. This is pretty much the way we all communicated with our parents when we were between the ages of 13 and 18: "Goin' out...Nowhere...Nothing.Later."

1 person recommends this article. 

Leave a Comment

You must be signed in to comment. Sign In

Do you have strong opinions and inside knowledge about the topic of this article -- and do you want to share your insights, observations and points of view regularly with the readers of MediaPost? To be considered as a MediaPost contributing writer, please send pertinent info about your credentials, plus several column ideas and one example of your writing on the topic, to pfine@mediapost.com. Please see our editorial guidelines here first.

GORD HOTCHKISS
  • Gord Hotchkiss is the president of Enquiro, a search engine marketing firm. He loves to explore the strategic side of search and is programming chair of the Search Insider Summits, as well as a frequent speaker at Search Engine Strategies and Ad:Tech. Contact him here.


AUTHORS

ARCHIVES

RECENT VIDEOS
Recent Search Insider Articles
What's Going To Work? TEAMWORK   
If you have a child in the 18- to 36-month-old range, you may recognize the catchphrase...
Search Insider Sneak Peek: The Three-For-One Keynote   
Avinash Kaushik, Google's Analytics Evangelist, will be kicking off the Search Insider Summit in just two...
Even More On: Everything I Need to Know About Business I Learned From Google   
Today we close out the chapter on business lessons learned from Google. As much as I...
Search Is For The Drills; Social Is For The Holes   
How do people engage with your product or service? Do you sell something like kayaks, which...
Applied Video & Social Search   
So I am sitting around with some friends last weekend watching sports on TV. We get...
Rebranding Myself   
This past Saturday, I married the love of my life. Now begins the process of changing...
SIS Sneak Peek: Looking Backward AND Forward   
In about three weeks, we'll be gathering in Park City, Utah for another Search Insider Summit....
PPC: Commercial Real-Time Search (Almost) Realized    
For all of the focus on crawler and social layers, paid search has largely been ignored...
Finding That One Blue Marble   
In the months straddling 2000-2001, I had the good fortune to lead the ParentsConnected Nationwide Seminar...
The Failure To (Completely) Serve    
At Ad:Tech last week, one message I heard, over and over again, is that people seem...
>> Search Insider Archives 
ABOUT MEDIAPOST • MASTHEAD • MEDIA KIT • RSS FEEDS • PRIVACY/TERMS & CONDITIONS
©2009 MediaPost Communications. All rights reserved.
1140 Broadway, 4th Floor, New York, NY 10001
tel. 212-204-2000, fax 212-204-2038, feedback@mediapost.com